Final Project Assignment
Mealle
Elderly Plant-Based Protein
Marketing Plan
Pinyapat Chaipurihiran
MKT703: Applied Marketing Strategies/Marketing Management
Submission date 30th November 2022
1. Executive Summary
One of the world's megatrends is an aging society, which is being fueled by medical
advances that are extending people's lives. Our life expectancy has increased dramatically, from
an average of 80 years to 90–100 years. However, the key question for an aging society is not
longevity. And it's not about when the old people die; it's about "how they live."
By 2030, 1 in 6 of the world's population will be 60 or older. People around the world are
living longer. Thailand is one of the fastest-growing countries in the world. The proportion of
the population aged 60 and over is expected to increase from 13% in 2010 to 33% in 2040
(Population Ageing in Thailand, 2021).
Older adults are increasingly taking protein supplements to maintain nutrition and
prevent or treat loss of muscle function. The daily protein requirement of older people is in the
range of 1.2 g/kg/day or higher. Many seniors do not consume this much protein. and are likely
to benefit from higher consumption.
Plant-based protein products are popular and expected to grow significantly over the
next decade. Factors contributing to the growing popularity of plant-based proteins include
their potential health benefits.
The market value of plant proteins is expected to be USD 17.4 billion in 2027, compared
to the USD 12.2 billion the market is expected to be worth in 2022, representing an increase of
over USD 7 billion.
Mealle, an old protein made from plants, is the first product that the Panacee Medical
Center clinic will sell online. Panacee Medical Center provides holistic healthcare and has been
operating since 2009. There are currently three branches nationwide. After the COVID-19 crisis,
the company realized the importance of online marketing and therefore launched an online
platform named Morhello in the hope of selling plant-based protein and vitamins in the future,
which will be distributed online and used by patients in the clinic.
Vision, Plant-based is the new normal. Sustainable foods—healthy planet. Mission: We
empower the world with delicious plant-based food solutions to feed everyone sustainably. The
slogan reads, "The Better Way to Meal" All your needs are 100% plant-based, with a high level
of complete protein. High fiber, low sugar, dairy-free, gluten-free, tasty, and delicious
Concerning the company's marketing strategy, Mealle, an elderly plant-based protein
company, wants to be one of the largest providers of plant-based protein powders in the world.
By achieving these objectives, we will be able to build and maintain brand reputation in the
highly competitive plant protein sector. The company employs both STP marketing and the four
Ps of marketing mix strategies.
2. Introduction : Business overview, current situation, state of business, mission, detailed
explanation of products and services, and promotion strategies
Aging society overview
Today, most people can expect to live into their sixties and beyond. Every country in the
world is experiencing growth in both the size and proportion of its aging population.
1
By 2030, 1 in 6 of the world's population will be 60 or older. At this time, the share of the
population 60 or older will increase from 1 billion in 2020 to 1.4 billion. Thailand is one of the
fastest-growing countries in the world. The proportion of the population aged 60 and over is
expected to increase from 13% in 2010 to 33% in 2040 (Population Ageing in Thailand, 2021).
Protein Supplements in the Elderly
Older adults are increasingly taking protein supplements to maintain nutrition and
prevent or treat loss of muscle function. The daily protein requirement of older people is in the
range of 1.2 g/kg/day or higher (Chapman et al., 2021). Sarcopenia is a syndrome characterized
by a progressive and generalized loss of skeletal muscle mass and strength, present in up to
15% of people over 85 years (Castillo et al., 2003).
Plant-Based Protein
Consumer demand for plant-based protein products is high and expected to grow
significantly over the next decade. Factors contributing to the growing popularity of plantbased proteins include the potential health benefits of increased consumption of plant-based
foods (Hertzler et al., 2020).
Importance of Plant Proteins in Health, Plant proteins help with cardiovascular disease
and metabolic risk factors. Numerous studies have been conducted to investigate the potential
effects of dietary plant protein on lowering cardio and metabolic risk factors. There was a
significant effect on fasting glucose and insulin levels in diabetic patients with plant protein
(Viguiliouk et al., 2015).Consuming plant protein is helpful in reducing cancer risk. Plant
proteins as functional foods Plant Protein Intake and Its Relationship to Mortality Plant proteins
help with lean body mass and strength.
Product Review
Mealle, an elderly plant-based protein, is the first product of Panacee Medical Center
clinic's online distribution product. Panacee Medical Center provides holistic healthcare and has
been operating since 2009. There are currently three branches nationwide. After the COVID-19
crisis, the company realized the importance of online marketing and therefore launched an
online platform named Morhello in the hope of selling plant-based protein and vitamins in the
future, which will be distributed online and used by patients in the clinic. Vision, Plant-based is
the new normal. A healthy planet requires sustainable foods. Mission, We empower the world
with delicious plant-based food solutions to feed everyone sustainably. Mealle vegan, creamy
vanilla, vegan, 100% plant-based, 15 g of complete protein, quality protein, superherb blend,
High fiber with prebiotics; low sugar; no added artificial sugar; no major allergens.
3. Current Audience
In a survey conducted in August 2021 in the United States. About 22 percent of
respondents said they had consumed a plant-based meat substitute each day in the past year.
The opposite is true. A similar figure was 22 percent reporting not consuming plant proteins
and not being interested in trying them in the future (Statista, 2022a).
From January to October 2020, Thailand exported plant-based protein to Hong Kong
worth approximately US$1.14 million. Exported plant proteins include textured plant proteins
and tofu products (Statista, 2021a).
2
4. Market Research and Analysis
The market value of plant proteins is expected to be USD 17.4 billion in 2027, compared
to the USD 12.2 billion the market is expected to be worth in 2022, representing an increase of
over USD 7 billion (Statista, 2022d).
Examples of plant-based products that are particularly rich in protein include beans,
soybeans, tofu, tempeh, seitan, peas, beans, and chickpeas. From 2013 to 2018, approximately
500 million metric tons of plant-based protein products were produced in Europe and Russia
(Statista, 2022b).
SWOT Analysis
1. Strength
▪ Easy to eat, easy to carry, eat and throw away.
▪ Delicious, refreshing protein It is easy to digest and tastes good.
▪ Contains high amounts of protein, just 1 bottle contains 15 grams of complete
protein.
▪ Added valued benefits, with superherbs blend, High fiber with prebiotic, low sugar;
no added artificial sugar and no major allergens.
▪ Low sugar and no added artificial sugar, unlike another brand which are often high
in sugar and carbohydrates.
2. Weakness
▪ Initially it's expensive compared to common drinks
▪ Only one flavor leaving consumers with no choice
▪ There is an infrequent chance that consumers will make repeat purchases.
▪ High investments in Packaging.
▪ Most people do not know enough about vegan protein.
3. Opportunities
▪ Increased health awareness with increasing health awareness in society. It's a good
sign to keep up and attract customers to buy the product.
▪ Health conscious customers tend to avoid soft drinks and energy drinks on a
regular basis.
4. Threats
▪
▪
▪
▪
Variable consumer tastes.
People like to experiment with trendy products and drinks.
Uneducated customers through the society
Difficult to overshadow competitors' products using promotional tools.
3
Top 3 competitors
Product
Name
Plantae Plant Protein
KAY KAY Organic Plant
Protein Greens
Nutrilite soy protein
Photo
\
Pros and
Cons
+ Easy to eat
+ Affordable price
+ Easy to dissolve
- It must be careful when
scooping because of fine
powder.
+ High protein
+ Low calories
+ Stay full for longer
- Strong smell of pea
+ Delicious
+ Easy to dissolve
- Strong smell of soybean
Price (THB)
1,990
1,490
1,700
Weight
1,000 g
500 g
900 g
Price/gram
(THB)
2
3
2
Protein
Sources
Pea, Organic rice,
Soybean, Pumpkin seeds,
Sunflower seeds
Organic Pea, Kale
Powder, Spinach
Powder, Brown Rice
Soybean, Wheat, Pea
Protein
Content
30 g/ 1 Scoop
20 g / 1 spoon
8 g / spoon
Calories
1 Scoop = 150 Kcal
80 Kcal
50 Kcal
Suitable for
People who want to lose
weight, build muscle and
nourish the body
People who want to
lose weight, build
muscle and patient who
need protein
People who want to
control weight
4
5. Product/Target Market Opportunity
The global plant-based protein market enjoyed a year-on-year (YOY) growth of 6.7% in
2021 to total sales of USD 11.3 Bn and is projected to surpass USD 22.5 Bn in 2032 at a CAGR
of 7.2%, according to a market analysis performed by Future Market Insights (Plant-Based
Protein Market, 2022).
6. Financial Projections
The company just started selling the product in the first year.
Management costs, personnel positions and fixed costs.
Position
Number
Received Salary/
person (baht)
Project Manager/
1
50,000
Marketing Manage
Content Marketing
1
22,000
Dropship Admin
2
15,000
Sales Offline
2
13,000
Customer care
2
5,500
Total salary
50,000
22,000
30,000
26,000
11,000
5
Accounting
department
Warehouse
Total
2
5,500
11,000
1
5
20 baht/m2 = 250
5,000
78,000
Marketing expenses
Show promotional expenses activities with $300,000.
Campaign
Price/item
Number
Male Exercise Influencer 10,000
40
Female Exercise
10,000
20
Influencer
Educated Marketing
20,000
20
Educated Marketing
20,000
20
Online Marketing budget 400,000
12
Soft opening budget
400,000
1
Grand opening budget
2,000,000
1
Macro influencer
150,000
6
Big billboards
200,000
5
Total
400,000
200,000
400,000
400,000
4,800,000
400,000
2,000,000
900,000
1,000,000
7. Marketing Strategy
The company uses marketing strategies from both STP marketing and 4 P’s of Marketing
Mix.
1. Marketing strategy STP Marketing
For new targets and is classified as the main target group for the product, including the
elderly. Following STP marketing strategy
Main target groups
"This target group will account for 60% of sales," according to the forecast.
Demographic Segmentation
- Age:: 55 years and above
- Gender: Seniors, all genders
Targeting
- It is a person who is recommended by a doctor to take protein supplements.
- Menopausal women
- Who need to get extra protein to repair and nourish the body.
- Having a chronic disease or eating less.
- Enjoys physical activity
- A healthy lifestyle lover
- Vegetarian; the better (or worse) if allergic to meat or some of its constituents.
Positioning
6
2. 4 P’s of Marketing Mix will be use to implement Mealle, an elderly plant-based protein.
1.
Product
Mealle, an elderly plant-based protein drink will meet the needs of consumers who
require a high protein supplement to their everyday diets at an affordable price. Mealle
vegan, 100% plant-based, 15 g of complete protein, quality protein, superherb blend,
High fiber with prebiotic, low sugar; no added artificial sugar; no major allergens
Ingredients inside; quality protein ingredients such as pea, hazelnut, cashew, brown rice, and
pumpkin seed. Complex carbohydrates such as avocado, sweet potatoes, pumpkin, corn, kale,
and broccoli. Fiber and probiotic ingredients are flaxseed, peptin, gum acacia,
fructooligosaccharide (FOS), and inulin. Good fat comes from sunflower, avocado, rice bran,
MCT oil, and coconut. Added more superfoods such as cinnamon, beetroot, ginger, apple cider,
goji berries, camu camu, vanilla bean, dates, and monk fruits.
Picture 1 Product
2.
Price
Value-Based Pricing Strategy - Because the products add value to our customers' lives
and fill needs that no other product can.
Selling price: 1 bottle; selling price: 129 baht. ($3.4)
The cost of a 12-bottle pack is discounted from 1,548 baht to 1,290 baht.
A pack of 30 bottles is discounted from 3,870 baht to 2,990 baht.
7
3.
Place
Because the products are aimed at specific customers and are mainly distributed
through online channels. Initially, the company distributed its products through its own
online platform, Morhello, and sold the products exclusively to the clinic's existing
customers. After that, it will be published in the industry through various social media
channels including Facebook, YouTube, Line, Official Account and later Instagram.
4.
Promotion
Promotion of Mealle protein drink will be available during various festivals such as
12.12, 1.1 or important festivals such as New Year's Day, Songkran’s Day.
8. Marketing Implementation
Short term goal (within 1 year)
Date
1.December 5th, 2022
2.December 12th, 2022
3) February 2023
4) June 2023
Action plan
Pre-sales for Mealle, an elderly
plant-based protein will be
opened for the first 1,000 old
customers of Panacee Medical
Center clinic.
The Soft Opening campaign for
Mealle, an elderly plant-based
protein will be launched for
general customers with the
promotion campaign 12.12.
Marketing channel
- Email marketing
- Voucher
- Clinic Billboards
- Official Account Line
- Digital marketing online
via Shopee, Lazada,
Google Ads, Facebook
Ads, and the Official
Instagram Account
- Video content
Held a grand opening event for - Influencers, YouTubers,
Mealle, an elderly plant-based Instagrammers, and
protein.
brand ambassadors
- Digital marketing online
via Shopee, Lazada,
Google Ads, Facebook
Ads, and the Official
Instagram Account
- Video content
100,000 bottles of Mealle, an
elderly plant-based protein
dietary supplement have been
sold.
8
9. IMC Campaign
Marketing campaign
The distribution that the company has placed is as follows:
1. Online Marketing channel
Via the Morhello application, Shopee, Lazada, Google Ads, Facebook Ads, and the
official Instagram account.
2. Influencer Marketing
(1) Micro Influences (10K-100K followers)
(2) Macro & Mega Influencers (100,000 –1,000,000+ followers)
3. Health and Beauty Specialist Influencers
4. Educated Marketing
5. Content Marketing, Create health, nutrition, and fitness content.
6. Marketing channels, such as Morhello or any social media platforms. More education
should be provided to the target audience by Mealle protein shakes. Examples of content
include heart disease, living longer, or weight loss.
7. Event Marketing, Organized Soft Opening Events for an unofficial launch of Plant
Protein products.
IMC campaign message
Product name: Mealle
"The Better Way to Meal," says the slogan.
All your needs are 100% plant-based, with a high level of complete protein. High fiber, low
sugar, dairy-free, gluten-free, tasty, and delicious
10. Evaluation
Forecast Worst Case Performance
Related assumptions; Consumers feel that eating Plant Protein or Plant Based does not
help much on health. Saturated market, growing only 5% and First-year sales are 15 % less than
estimates.
Contingency plan
In the case of Worst Case, the Company has looked at the data analyzed as above,
resulting in a summary of the guidelines for solving the problem if Worst Case actually occurs as
follows:
1. Adjust the marketing budget to be in line with the actual market conditions.
2. No expansion/acquisition of additional staff according to the first plan to reduce
company expenses not giving more more than necessary.
3. Refrain from launching products in the Plant Protein category and modifying other
product lines that have Potential at that time.
9
References
Ageing and health. (2022, October 1). https://www.who.int/news-room/fact-sheets/detail/ageingand-health
Bauer, J., Biolo, G., Cederholm, T., Cesari, M., Cruz-Jentoft, A. J., Morley, J. E., Phillips, S.,
Sieber, C., Stehle, P., Teta, D., Visvanathan, R., Volpi, E., & Boirie, Y. (2013).
Evidence-Based Recommendations for Optimal Dietary Protein Intake in Older People:
A Position Paper From the PROT-AGE Study Group. Journal of the American Medical
Directors Association, 14(8), 542–559. https://doi.org/10.1016/j.jamda.2013.05.021
Castillo, E. M., Goodman-Gruen, D., Kritz-Silverstein, D., Morton, D. J., Wingard, D. L., &
Barrett-Connor, E. (2003). Sarcopenia in elderly men and women. American Journal of
Preventive Medicine, 25(3), 226–231. https://doi.org/10.1016/s0749-3797(03)00197-1
Chapman, I., Oberoi, A., Giezenaar, C., & Soenen, S. (2021). Rational Use of Protein
Supplements in the Elderly—Relevance of Gastrointestinal Mechanisms. Nutrients,
13(4), 1227. https://doi.org/10.3390/nu13041227
Hertzler, S. R., Lieblein-Boff, J. C., Weiler, M., & Allgeier, C. (2020). Plant Proteins: Assessing
Their Nutritional Quality and Effects on Health and Physical Function. Nutrients, 12(12),
3704. https://doi.org/10.3390/nu12123704
Huang, J., Liao, L. M., Weinstein, S. J., Sinha, R., Graubard, B. I., & Albanes, D.
(2020).
Association
Between
Plant
Overall and Cause-Specific Mortality.
and
Animal
Protein
Intake
and
JAMA Internal Medicine, 180(9), 1173.
https://doi.org/10.1001/jamainternmed.2020.2790
Phillips, S. M. (2017). Current Concepts and Unresolved Questions in Dietary Protein
Requirements
and
Supplements
in
Adults. Frontiers
in
Nutrition,
4.
https://doi.org/10.3389/fnut.2017.00013
Plant-Based Protein Market. (2022). https://www.futuremarketinsights.com/reports/plant-basedprotein-market
10
Population Ageing in Thailand. (2021). Economic Research Institute for ASEAN and East Asia ERIA. https://www.eria.org/publications/population-ageing-in-thailand/
Soenen, S., & Chapman, I. M. (2013). Body Weight, Anorexia, and Undernutrition in Older
People. Journal
of
the
American
Medical
Directors
Association, 14(9),
642–
648. https://doi.org/10.1016/j.jamda.2013.02.004
Statista. (2021a, June 30). Export value of plant-based protein Thailand 2020, by
destination. https://www.statista.com/statistics/1246520/thailand-plant-based-proteinexports-by-destination/
Statista. (2021b, October 14). Retail sales value of plant based meat substitutes in Western
Europe
2015-2022. https://www.statista.com/statistics/1076242/retail-sales-value-of-
plant-based-meat-substitutes-in-western-europe/
Statista. (2022a, January 31). U.S. consumption frequency of plant-based protein 2021.
https://www.statista.com/statistics/543438/us-purchase-frequency-soy-or-plant-basedprotein-number-of-times/
Statista. (2022b, February 15). Consumer interest in alternative protein sources US 2021, by
source
type. https://www.statista.com/statistics/1287498/interest-in-plant-based-protein-
sources-us/
Statista. (2022c, August 15). Opinions on plant-based proteins in France in 2020.
https://www.statista.com/statistics/659153/perceptions-plant-based-proteins-france/
Statista.
(2022d,
November
2). Global
plant
protein
market
value
2022-
2027. https://www.statista.com/statistics/658619/global-plant-protein-market-value/
Viguiliouk, E., Stewart, S., Jayalath, V., Ng, A., Mirrahimi, A., de Souza, R., Hanley, A.,
Bazinet, R., Blanco Mejia, S., Leiter, L., Josse, R., Kendall, C., Jenkins, D., &
Sievenpiper, J. (2015). Effect of Replacing Animal Protein with Plant Protein on
Glycemic Control in Diabetes: A Systematic Review and Meta-Analysis of Randomized
Controlled Trials. Nutrients, 7(12), 9804–9824. https://doi.org/10.3390/nu7125509
11